Synopsis

The process of marketing research. Role of research in the marketing decision process. Developing key outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.

Objectives

The learning goals associated with this unit are to:

define the purposes and scope of marketing research methods

illustrate the processes and techniques on quantitative and qualitative research

demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design